4A's SET TOP BOX SURVEY RESULTS - American Association of ...

TiVo Inc.
Alex Petrilli, Jr.
Senior Manager, Audience Research
E-mail: apetrilli@tivo.com
Phone: (408) 914-9776
Description: TiVo created the world’s first digital video recorder (DVR). Today, the
company continues to improve the way consumers watch and access home
entertainment. As a result of the DVR media methodology, a large amount of
streaming data by household is available. Viewing data is collected passively
anonymously and on an opt-in basis. A panel that TiVo has created for the purposes
of matching their streaming data against household demographics and other audience
characteristics is leveraged for both targeting and cross media insight.
TiVo Stop||Watch Mission Statement: Valuable viewership insights into DVR usage.
TiVo’s Stop||Watch data includes a DVR sample of 2 million subscribers that
provides a rich view of the true impact of audience viewing behavior in a growing
DVR world. TiVo Stop||Watch second-by-second ratings identify the program and
commercial performance by Live, Time-shifted and Total ratings for up to 7 days of
viewing. TiVo Stop||Watch Local, currently in San Francisco, Orlando and Tucson,
has a rich sample size and provides commercial ratings and retention that identifies
true commercial performance at a DMA level. TiVo’s Power||Watch DVR sample of
43,000 (and growing) subscribers offer clients the benefits of understanding how
viewership varies by presence of demographics, political affiliation, primary vehicle
type and more. TiVo Power||Watch True Targets helps in identifying specific
segmented viewership by asking the panel questions about the characteristics of a
client’s target audience with television viewership data.
TiVo’s Stop||Watch data offers detailed insight not available from other television
research offerings. Our second-by-second data with up to seven days of time-shifted
viewing allows clients to analyze how viewers are interacting with their content be it
programming, promos or commercials, in a DVR world. With DVR penetration now
at 45% and rising, DVR usage is well beyond the tipping point and programmers and
advertisers need to understand consumer usage. TiVo’s unique Commercial Retention
metric, which compares the commercial rating to the program rating in which spot
30